Explaining that the practice of selling ideas is a matter of
encouraging others to share one's beliefs by applying
strategies in psychology and emotional intelligence, a guide for
salespeople invites readers to self-assess their persuasion
personality and build on natural strengths. 30,000 first printing.
G. Richard Shell teaches negotiation at the Wharton School of Business at the University of Pennsylvania, where he is professor of legal studies, business ethics, and management and academic director of the Wharton Executive Negotiation Workshop.